CN102823225B

CN102823225B - Follow the tracks of the method and system of the activity of the user of the social networking system on other territory

Info

Publication number: CN102823225B
Application number: CN201180017998.0A
Authority: CN
Inventors: 肯特·马修·舍恩; 格雷戈里·路西·丁格尔; 蒂莫西·肯德尔
Original assignee: Facebook Inc
Current assignee: Meta Platforms Inc
Priority date: 2010-02-08
Filing date: 2011-02-08
Publication date: 2015-09-09
Anticipated expiration: 2031-02-08
Also published as: JP5911432B2; CN102823225A; US10110413B2; US20110231240A1; EP2534632A4; CA2789224C; WO2011097624A2; WO2011097624A3; JP2013519171A; EP2534632B1; AU2011213606B2; EP2534632A2; CA2789224A1; AU2011213606A1; ZA201206369B; BR112012019739A2

Abstract

In one embodiment, describe a kind of for following the tracks of with the user of social networking system on another territory time the method for the relevant information of activity.The method comprises the profile of each user of the one or more users safeguarding social networking system, and each profile identification is to the connection of other users one or more of social networking system and the information comprised about this user.The method also comprises and receives one or more message from the third party website with the territory different from social networking system, the action that the user of each messages meant social networking system takes on third party website.The method is also included in social networking system the action being recorded in and third party website is taked, and each recorded action comprises the information about this action.The method also comprises and institute's operation of recording to be associated with one or more advertisements of the one or more users presented on third party website and institute's operation of recording to be associated with the user of social networking system.

Description

Follow the tracks of the method and system of the activity of the user of the social networking system on other territory

Technical field

The disclosure relates generally to user can form with other user the social networking system and other website that are connected, and particularly, relate to the activity of the user of the social networking system followed the tracks of on other territory, such as, to analyze, locate or to measure the validity of the advertisement (ad) provided in conjunction with social networking system.

Background technology

Social networks or the social utilization of following the tracks of the connection also between enables users (comprising people, businessman and other entity) are universal in recent years.Particularly, social networking system allows user's more efficiently transmission information.Such as, contact details, background information, job information, hobby and/or other data specific to user are puted up in the position that user can be associated with this user on social networking system.So other user can comprise concrete data profile by browsing user profiles or search checks institute's post data.Social networking system also allows user themselves to be associated with other user, thus creates connection network between the user of social networking system.These connections between user can be provided more relevant information by the interest of the connection for them of website use according to user oneself to each user.

Social networking system comprises usually for connecting the user to system that is most possible and each user-dependent content.Such as, can according to the one or more predicables in user profiles, such as geographical position, employer, job category, age, music preferences, interest or other attribute, by user grouping.The user of social networking system or outside parties then can use these groups to customize or locating information is sent, and interested especially information may can be transferred to this group to make a group.Advertiser has attempted utilizing this information about user, their advertisement is navigated to the user that its interest conforms to advertisement most.

Accompanying drawing explanation

Fig. 1 illustrates to create the occurrence diagram of advertisement according to the collection user action of the embodiment of the present invention and for the friend of the user on website.

Fig. 2 is the network diagram of the system for providing advertisement to the user of social networking system according to the embodiment of the present invention.

Fig. 3 is the block diagram of the social networking system according to the embodiment of the present invention.

Fig. 4 is the mutual diagram of the process for recording user action according to the embodiment of the present invention.

Fig. 5 is the mutual diagram of the process for generating advertisement according to the embodiment of the present invention.

Fig. 6 is the flow chart pushing the process of report for generating news according to the embodiment of the present invention.

Fig. 7 pushes report according to the general news of the embodiment of the present invention.

Fig. 8 pushes according to the news that shows of the embodiment of the present invention part reported with the webpage of the combination of advertisement.

Fig. 9 is the flow chart pushing the process of report for generating news according to the embodiment of the present invention.

Figure 10 is the occurrence diagram of the advertising model according to the embodiment of the present invention.

Figure 11 is the diagram of the ad-request according to the embodiment of the present invention.

Figure 12 illustrates and is transferred to social networking system according to the action from third party website of the embodiment of the present invention and is used for the process of generating advertisement by it.

Figure 13 is the flow chart of the process for creating pixel-user-association entry.

Figure 14 is the flow chart of the process for T.G Grammar tracking data.

Figure 15 illustrates example computer system architecture.

Accompanying drawing only depicts each embodiment of the present invention for purposes of illustration.Those skilled in the art easily recognize from following discussion, the alternate embodiment of the structure shown in can adopting when not departing from principle of the present invention described herein here and method.

Embodiment

the advertisement relevant with the user action on website

Specific embodiment relates to the social network environment comprising following social networking system, this social networking system and can utilize them to arrive the connection of other user of social networking system by the information of the action about its user that utilizes it to obtain and the action especially taked for third party website in certain embodiments, locates the more effective advertisement of online advertisement present to user (user of social networking system or system) by than traditional.It not the advertisement that the user preference stated on its profile page based on such as user simply sends location specific user, but, specific embodiment presents such advertisement, and it conveyed the information of the action taked about other user in the network of this user and this user potentially or take into account the action that other user in the network of this user and this user potentially takes.In addition, the action that user takes by the bulk information attribute related to social networking system and safeguard, can be analyzed and localization process improve the experience of user for neural net environment to improve.

Exemplarily, the social networking system of each example embodiment can select the advertisement that will be presented in the various piece of each page that social networking system is puted up, and each page is such as homepage, profile page, applications pages etc.In some implementations, social networking system utilizes the advertising network with advertisement stock, and in advertisement stock, it saves the advertisement for one or more third-party one or more advertising campaign.In specific implementation mode, when client device place client application (such as, web browser) consumption be used to play up the page puted up by social networking system at least in part institute form document (such as, html document) time, potential script or to call when performing at client device place directly to third party advertiser or make to the advertising network with advertisement stock and send (or make to make and make send) request for advertisement, then third party advertiser or advertising network can return advertisement, this advertisement subsequently in conjunction with current the played up page such as with text based advertisement, the forms such as banner are shown.In a particular embodiment, the advertisement of played up page request can be located through based on multiple attribute at such as age, sex, demographics, position, income, occupation and so on and the friends may set up or input based on associated user or group.Specific embodiment contemplates any type of advertisement in conjunction with social networking system display.

In a particular embodiment, social networking system described herein utilizes and is transferred to and is positioned at the information relevant from the activity in another territory of social networking system.Social networking system safeguards the profile of each user of multiple users of social networking system, wherein each profile identification go out that user has, to the connection of other user of website.These users can also take some action to the different third party websites had from this social networking system not same area.In a particular embodiment, these third party website cutting advertising campaigns or utilize through the advertising campaign of cutting, it comprises will be played up and be shown to the advertisement of the user of social networking system.In a particular embodiment, conversion tracking tags is registered by these third party websites together with social networking system, as will be described in more detail.

In a particular embodiment, social networking system from these third party website receipt messages, the action taked when these transmission of messages user is in third party website.More specifically, in each example embodiment, when user takes one or more action to third party website, such as, when third party website is bought, third party website can send the page (referred to herein as " conversion page ") of such as " thank you " or " confirmation " page and so on to the client device of user.Usually, conversion page is puted up by third party website, is displayed to user to confirm the page completed of desired action.In a particular embodiment, conversion page comprise can be code snippet or fragment (such as, one or more in JavaScript and HTML) conversion tracking tags, it is configured to when conversion page is performed by the client device of user or plays up, send calling to social networking system or send request or message, to notify this concrete action to social networking system.In a particular embodiment, JavaScript code segment can be performed can make to generate in conversion page to follow the tracks of pixel.Alternatively, embedded framework (iFrame), <img> label or other HTML code can be used to generate such tracking pixel.As the result of run time version segment, follow the tracks of pixel and then can be transferred to social networking system.In a particular embodiment, follow the tracks of pixel and comprise following information, such as, the ID(of user is as it is registered to social networking system), ID, product or service ID for third party website, to the product that user buys on third party website or to serve relevant product or information on services and instruction action be the timestamp information when being taked (such as, product or serve purchased).

In a particular embodiment, these parameters are by social networking system record, analysis, and recorded history of advertising can be associated with, especially recorded previously be shown to user or user clicks the advertisement of (put into), comprise those advertisements that the product that may buy user or service be advertised.In a particular embodiment, social networking system can follow the tracks of the polytype conversion in conversion log, and conversion log can be exclusively used in the independent daily record followed the tracks of and have the action of corresponding advertisement.Such as, in a particular embodiment, social networking system follows the tracks of both the conversion of model impression and model click conversion.Model is clicked conversion and is come from the user clicking the advertisement be associated with tracking tags.The conversion of model impression comes to see on the page of third party website or social networking system and is associated extensively but not necessarily clicks the user of associated advertisements.

In a particular embodiment, may for specific user based on his or her user ID analyzed and associated, by social networking system record history of advertising can further by with conversion tracking be associated; Namely, such as, use the cookies (cookie) being arranged on the client device of user to determine relative to being shown but not clicked those advertisements of (giving user's impression) by user by social networking system, in fact which advertisement is clicked (put into) by user.By this way, use based on obtaining from third party website the motion tracking of the information of (directly or indirectly) and conversion to follow the tracks of, social networking system can associate these data in appropriate time window and determine particular advertisement or advertising campaign, clicked or be displayed to specific user simply, finally excite this user from the product of third party website actual purchase institute advertisement or the possibility of activity participating in institute's advertisement.Such information can also by combined with the information from user friend, to develop the recommendation of this user of location or user friend or to reduce the advertisement of consumer positioning or user friend.In other words, social networking system performs conversion and to follow the tracks of and action record (under the help of third party website) fills abundant data pool, this data pool can be used to measure in quantity the selected advertisement of the user being shown to social networking system and the validity of advertising method subsequently and for specific user's exploitation, recommendation is provided or particular advertisement is located specific user.

The advertisement of serving the user of social networking system can be banner or the text advertisements of intention or the content created for advertiser.In certain embodiments, social networking system can come generating advertisement and other message based on the activity of user on other websites, and/or measures the validity of previously shown advertisement.For specific user, such as, social networking system can for this user's information generated message, and wherein, this infomational message transmits the institute's operation of recording having with this user and be associated with another user of the website of its connection.This infomational message (such as " social advertisement ") is then provided at social networking system and serves on the webpage (such as, homepage, profile page, news propelling movement etc.) of user.By this way, the online activity that the friend that can inform the user user takes in social networking system outside.Although the disclosure contemplates the tracking of conversion to relevant to the advertisement of in fact any type that can show in conjunction with social networking system and action, but news pushes and can be used as social advertisement, therefore, news pushes and can be associated to determine that this news pushes or other " social advertisement " validity when changing by with any described daily record.Such as, as used herein, " social advertisement " can refer to that news pushes, the advertisement of the form of model on the profile of user, homepage or other page, or the advertisement of the more conventional ads form of such as banner and so on simply, its friend (or multiple friend) informing the user user have purchased specific project from third party website, will participate in advertiser-sponsored event or the connection of businessman or other entity added to profile.Social advertisement allows advertiser to utilize the action of a user to promoting certain content to this information other user interested, is not only because they may have similar interest, but also because of the connection of they and this user.This advertisement mode may be more effective, because when the friend or other connection that there is user have also taken the information of the action relevant with this advertiser, user is more likely affected to respond to gray message.Therefore, social advertisement allows advertiser to enjoy client gives its friend naturally credibility by Word-of-mouth Advertising.Therefore, just do not locate the advertisement of only chasing demand simply, this method can create or generation demand better by providing to user the social relevant information relevant with the action of its friend.

In a particular embodiment, these actions having other user in the network of user or user to take are third party website but not action on this social networking system.Different web sites or third party website may can be comprised advertiser based on the action of advertisement may wish to be used in any action in the advertisement pointing to someone connection on social networking system by what take.

In a particular embodiment, the third party website with the territory different from social networking system can assist this transmission of the information in social networking system.Such as, third party website can detect some action that user takes on the web site, and then judges that whether this user is the user of social networking system.In a particular embodiment, if, then third party website is by this information transmission to the client computing device of user, and then report message can be transferred to the action that social networking system is taked on third party website to pass on the user of social networking system by this client computing device.More specifically, as mentioned above, third party website can embed the performed conversion tracking tags of code snippet or fragment that such as JavaScript calls and so on or the alternatively form of IFrame or HTML code fragment, in certain embodiments, this can perform conversion tracking tags and generates or build image tag or follow the tracks of pixel (such as, 1 is multiplied by 1 pixel) and comprise following parameter, such as, the ID of user, about the information of third party website, about check or the information of product bought and timestamp information, all these can be sent to social networking system subsequently.

In a particular embodiment, third party website, is included in the advertiser that the page that social networking system puts up is advertised to its product or other products, generates the conversion tracking tags specific to respective advertisement business.As used herein, " conversion " can refer to action, especially on third party website or in the action taked, but also can refer to that the action taked in social networking system is (such as potentially, instruction after advertisement exposure with institute's advertised product or service mutual/social networking system of associating in action), wherein, the user of social networking system changes alternately, registers, downloads or other suitable action or event; That is, the product that third party website provides or the service registry provided to third party website are provided.The example that " inside " changes can be, user puts up a product, become the person of liking of this product, linking of the third party website that to friend's e-mail, there is this product or associate with this product, install with this product or serve relevant application or give with this product or serve relevant present, and this is shared back social networking system.

In a particular embodiment, third party website (such as, advertiser) register to social networking system, and in conjunction with social networking system, T.G Grammar tracking tags (such as, JavaScript code segment or fragment, image tag or tracking pixel), it can comprise following parameter, such as, tag name, third party wish the type of the change event of following the tracks of and conversion value (with buying, guiding or third party's definition value that other switching motion is associated) etc.Then then this label be also posted by social networking system registration label, embed or be otherwise included in the conversion page (such as confirming the page) of third party website, described conversion page be third party website send to complete some define the user of switching motion or event.

In certain embodiments, advertiser uses <img> or other label as the advertisement pixel (such as, facebook.com/impression.php) of the end points pointed in social networking system.The URL generated for each pixel can by following the tracks of ID and following the tracks of the hash (hash) of ID and become unique.When creating, prompting advertiser is that pixel arranges classification, as " purchases " or " signature " and so on, to assist the report of pixel and to converge in advertiser.As discussed above, advertiser can provide alternatively to its significant extraneous information: sku and value.These are measured and can be used to divide into groups in the face of gray report and sue for peace respectively.Requested when each page of main page loads in order to ensure pixel, following HTTP head can be set: cache-control(buffer control): no-cache(is buffer memory not); Expires(expires): time ()-1(time ()-1).

Alternatively, advertiser can use the JavaScript be embedded in its conversion login page.This segment can as follows:

JS script can automatically be drawn in any extraneous information and generate and point to <imgsrc=" the <img> label of http://www.facebook.com/impression.php> and transmitting into desired parameter.

Conversion tracking tags can by third party website be placed on conversion page multiple suitable desired by position.Such as, terminate before <body> label by tracking tags being placed on webpage, to social networking system notice, this wishes that it follows the tracks of the access to this page the most at last.As another example, buying, downloading and registration to follow the tracks of each, conversion tracking tags can be placed on the conversion page that third party website loads immediately after wanting tracked action.In this example, label can be placed in HTML code just in time before end <body> label.In other embodiments, may wish to follow the tracks of a series of page views causing switching motion.In order to realize this, tracking tags can be placed in and cause on all pages of possible conversion.Then, third party website can utilize label to specify different SKU values for each page simply, such as, this label has a SKU value, the product page has another SKU value, has another SKU value and confirming to buy another SKU value page with reflection actual purchase in shopping cart on your homepage.

In one embodiment, especially, when the resource (such as in the Free Region on the screen display that advertisement is shown) announcing advertisement is limited, the advertisement being shown to user or user friend can be selected as the maximizing ad revenue making social networking system.In a kind of advertising model, each advertiser can click advertisement for user or take each situation of certain other subsequent action relative to advertisement to launch a certain amount of money, and no matter this action whether in or beyond social networking system or whether on third party website.In order to increase ad revenue, social networking system selects based on financial value desired by each eligible advertisement the advertisement will presenting to specific user.For the function of amount of money that can be the attraction about the information content in advertisement (it is used as will click for user one agency of the possibility of this advertisement) of user and social networking system will receive for this action of financial value desired by advertisement.In some cases, extraly, desired financial value can be other advertisement clicked in the past based on user, user clicks the function of the possibility of advertisement.

Social networking system provides and other telex network of website and mutual ability to its user.In use, user adds social networking system and then adds the connection of going to other users multiple that they wish to be attached thereto.As used herein, term " friend " refers to that user has defined connection with it, other user any of association or relation or entity, and it is defined by social networking system.Connection can be added clearly by user, and such as, user elects other user specific as friend, or is automatically created by the denominator of social networking system based on user's (such as, as the user of the alumnus of same educational institution).Connection in social networking system is normally two-way, but is not necessarily two-way, and therefore term " user " and " friend " depend on reference system.Such as, if Bob and Joe is the user of website and is connected to each other, then these two users of Bob and Joe are also friends each other.Connection between user can be direct connection; But some embodiments of social networking system allow indirectly to connect via one or more levels connection.In addition, term friend is actually friend without requiring user in real-life, the situation of businessman or other entity (this to be generally one of user be); It only means the connection in social networking system.

Except with other user mutual except, social networking system also provides to user the ability that the various types of projects supported website take action.The group that the user that these projects can comprise website may belong to or network (wherein " network " does not refer to physical communication network at this, and refers to the social networks of people), user interested event or calendar entries, the user computer based application that may use via website and run user may buy via website or sell the transaction of each project.These are only a few examples that user may carry out the project of action on social networking system, and other projects many are also fine.

As shown in the figure, social networking system 100 may different types of project mutual with it on website 100 and safeguard multiple object for user.In an example embodiment, these objects comprise below user profiles 105, group of objects 110, event object 115, application 120 and trading object 125(, are called group 110, event 115, application 120 and transaction 125).In one embodiment, storage object is carried out by website 100 for each example of its associated item.Such as, carry out storing user profile 105 for each user adding website 100, store group 110 for each group defined in website 100, etc.The type being described in more detail object below in conjunction with Fig. 3 and the data stored for each object, Fig. 3 illustrates an embodiment of social networking system 100.

The user of website 100 can take concrete action to website 100, and wherein each action is associated by with one or more object.The type of the action that user can perform about object is defined for each object, and depends on the type of the project represented by this object to a great extent.Specific action can be associated with multiple object.Multiple examples of the concrete object type that can define for social networking system 100 are described below, and the multiple actions can taked for each object.These objects discussed here and action are only provided for illustration purpose, it will be understood that and can provide countless change and feature on social networking system 100.

The user profiles 105 of each user of social networking system 100 maintaining web 100.Any action that specific user takes relative to another user is associated with the profile 105 of each user.These action cases add to as comprised another user connection, send message to another user, read from another user message, check be associated with another user content, participate in the event that another user puts up, etc.In addition, the multiple actions below in conjunction with other object factory relate to specific user, and therefore these actions are also associated by with these users.

Group 110 is defined for the group of user or network.Such as, a group definition can be the fan club of specific band by user.Website 100 will be safeguarded for the group 110 of this fan club, and its user that can comprise about the information of this band, the media content (such as, song or music video) of this band and group can deliver the discussion plate of the comment about band thereon.Therefore, the possible user action for group 110 can comprise and add group, viewing content, listen to song, watch video and post message on discussion plate.

Similarly, event 115 can be defined for the particular event of such as birthday party and so on.User can create event 115 by the information about event defining such as time place and invitee's list and so on.Other user for event 115, can accept the invitation, and makes comments to this event, puts up its oneself content (such as, the picture from this event), and performs enable other action any in website 100.Therefore, the founder of event 115 and the invitee of event can perform the various actions be associated with this event 115.

Social networking system can also make user can add application to its profile.These are applied in the content and interactivity that provide enhancing in social networking system 100, and social networking system 100 is for each maintenance application object 120 that should be used for resident in this system.Application can be provided by website operator and/or third party developer.Example application strengthens Messaging Service, and user can send virtual objects (such as " present " or " flower ") and optional messages to another user wherein.Therefore the action of the user about application 120 can be formed to the use of applying any function provided.In addition, continue example above, also can be considered to the action about application 120 to the reception of virtual present or message.Therefore, be appreciated that action can be passive and without requiring the active participate of user.

A kind of particular type shown in the example of Fig. 1 to as if transaction 125.Trading object makes user to conclude the business, such as, buy, sell, hire out, trade or exchange with other user or other third party website.Such as, user can put up the classified advertisement of selling car on social networking system 100.Therefore, user will the new transaction 125 of definition, and this new transaction 125 can comprise description to car, picture and charge.Other user can check this information subsequently, and possibly, accepts bid or counter-offer to carry out alternately with transaction 125 further by the inquiry of putting up about car.Each (check, inquire and put up, bid and counter-offer) of these actions is the actions be associated with particular transaction 125.

When user takes action on social networking system 100 or third party website, this action is recorded in action log 160.In one embodiment, action log 160 is safeguarded the database as entry by website 100.Therefore, when taking action on website 100 or third party website, the entry for this action is added in daily record 160 by website 100.In one embodiment, what entry comprised in following information is some or all of:

● the time: timestamp when action occurs.

● user: the identifier (user ID) of the user performed an action.

● target: action for the identifier of user.

● type of action: the identifier of the type of performed action.

● object: the identifier of the object that action acts on.

● content: the content be associated with action

● tag name

● translation type identifier

Be appreciated that the eurypalynous action of being permitted can carried out in website 100 not necessarily needs these all message.Such as, if user changes the picture be associated with the profile of user, then can only using the identifier of user, definition picture change type of action and picture or record this action to its link as content.

As mentioned above, in a particular embodiment, social networking system 100 goes back the action that recording user is taked on third party website 140.Social networking system 100 can learn the action of user on third party website 140 by any means in multiple method.In a particular embodiment, in response to some action, such as, user registers to third party website 140, buy product from third party website 140, from third party website 140 download service or otherwise conversate, the client device that third party website 140 will such as confirm or " thank you " page is sent to user is with to user.In a particular embodiment, this page forms document code (such as at HTML or other, HREF(hypertext is quoted) in) comprise embedded call or code snippet (such as, JavaScript), in a particular embodiment, it generates follows the tracks of pixel, and this tracking pixel, when being played up application by the browser of client or other and performing, generates the tracking pixel or the image tag (whether user signs in in social networking system) that are sent to social networking system subsequently.Follow the tracks of pixel or image tag then by the various information transmission relevant with the action of user on third party website to social networking system.Such as, follow the tracks of pixel or call and can send following parameter, such as, the user ID that the ID(of user register to social networking system), product IDs, the information about third party website, the timestamp information in the moment about purchase or other action, etc.In one example, if third party website 140 is business websites that user can buy article thereon, then third party website 140 is when the user of social networking system 100 buys article on third party website 140, can notify to social networking system 100 by this way.

In a particular embodiment, third party's action can be recorded by action terminal 150, action terminal 150 observes the action of granting, and then such as by sending to client (client then by the information transmission about this action to social networking system 100) to come indirectly this action to be transferred to social networking system 100 tracking pixel or image tag.This transmission can via e-mail, SMS or other suitable means any, wherein transmitted message comprises and utilizes the entry describing this action to fill the insufficient information of action log 160 for social networking system 100.Action terminal 150 can comprise any suitable equipment for the action by tracked particular type or system.In a particular embodiment, be credit card trade by tracked action, wherein the user of social networking system 100 can select to add by registration credit card alternatively.When being used in the mode of granting by registration credit card (such as, in selling post, place buys), credit card company (or bill clearing institute) directly or by by conversion tracking tags send to the intermediate clients equipment of user to send message indirectly to social networking system 100.Equally, in a particular embodiment, credit card company can send the tracking pixel with confirmation page, and when the browser of client or other application consumption this page, follows the tracks of pixel and this information notified from a phone call to or be otherwise transferred to social networking system 100.In this occasion, credit card company or bill clearing computing system be used as action terminal 150.This message can comprise about the information of credit card trade, these article bought, date and buy place.Therefore social networking system has followed the tracks of real world action, this purchase in such as action log 160.

Explanation can be tracked another example of real world action relate to the position of user.The cell phone with location technology (such as GPS) can be configured to the location transmission of user to social networking system 100 by user.Such as this can by realizing to cell phone down load application, wherein, and the positioning unit in this application polls telephone and the message comprising customer location is sent to social networking system 100.This can be performed termly or when some trigger event be associated with position.Such as, trigger event can comprise user and is positioned at town or is positioned at specific destination (such as restaurant, market or performance site).In this application, cell phone (or other GPS enable equipment) is as action terminal 150.

Explanation can be tracked another example of real world action relate to the program material that user just accessing in television system.Television set and/or machine top receiver can serve as action terminal 150 and send the message of the specific program of indicating user just on particular event viewing (or record) specific channel.Equally, these examples be presented to illustrate can be captured as user action and be transferred in the action of social networking system 100 and the type of equipment some.Other application of unlimited variety can be implemented to catch the real world action that is associated with specific user and this information is sent to social networking system 100.

After a certain amount of time, action log 160 will be filled the multiple entries describing the action that the user of social networking system 100 takes.In a particular embodiment, action log 160 comprises both the action that user takes in third party website and the conversion be associated with the advertisement that user sees or clicks follow the tracks of.Therefore action log 160 comprises the profuse one group of data about user action, and can be analyzed and filter to identify trend in user action and relation and the attractability between user and various object.In a particular embodiment, the history of advertising of the action that user can be made in third party website (such as, buying) and user and follow the tracks of photograph and contact.By this way, the product of social networking system some advertisement such as whether clicked, friend's actual purchase institute advertisement that whether may contribute to user or user that can judge such as banner and social advertisement described herein and so on or service.It is useful for generating in leverage the advertising provider for such as advertising network and so on this quantifiable measurement of advertisement effectiveness, and advertising network general proxy such as third party website runs advertising campaign.

In a particular embodiment, certain some place in their operations, social networking system 100 can obtain advertisement 180 to be presented on website.As described herein, advertisement can be the advertisement of banner, text advertisements, video ads, audio advertisement and other form any by net distribution.Advertisement can be created by advertiser and be submitted to social networking system 100 for distributing according to various CPM or CPC model as above.Advertisement can also be social advertisement as described herein.Fig. 1 one of friend illustrated as user generates the process of aforesaid social advertisement.In order to one of friend for user generates social advertisement 180, the database of action log 160 and ad-request 175 is accessed in website 100.The database of ad-request 175 comprises the multiple requests defining the standard creating advertisement 180.Utilize ad-request 175 and action log 160, website 100 is applied social advertisement generating algorithm 170 and is created the one or more social advertisement 180 be tailored for this particular friend.The each advertisement 180 generated comprises advertisement information, the message that this advertisement message transmission is relevant with at least one user action from action log 160.In one embodiment, the message of the action of the friend of the some about user is transmitted in advertisement 180.Such as, user may receive the message as " your three friends add " Yale alumnus's net " ".This advertisement information can also comprise from other content gray.This advertisement information such as the message on the homepage of this friend, in email message, describe other advertisement information of various actions of taking and the list of report (story) or news push in or be transferred to this friend in what its electronic communication media in office.Ad-request 175 and advertisement generating algorithm 170 will be described in more detail below.

In another embodiment, action log can be divided into multiple action log, and each such action log comprises the action that specific user takes.Action also can be stored in these at first specific in the action log of user.In order to generate the social advertisement for specific user, website is by the action log of calling party friend and ad-request database.Utilize ad-request and one or more action log, website application social advertisement generating algorithm creates for the cropped one or more social advertisement of specific user.

web site hierarchy structure

Fig. 2 is the high level block diagram of the system environments illustrating the operation being suitable for social networking system 100.This system environments comprises one or more client device 210, one or more third party website 140, social networking system 100 and network 220.In alternative arrangements, different and/or other module can be included within the system.

Client device 210 comprise can receive user input one or more computing equipment and can transmit and receive data via network 220.Such as, client device 210 can be desktop computer, laptop computer, smart phone, PDA(Personal Digital Assistant) or any miscellaneous equipment comprising computing function and data transmission capabilities.Client device 210 is configured to communicate via network 220, and network 220 can comprise and uses wired and the local area network (LAN) of wireless communication system and/or any combination of wide area network.As mentioned above, third party website 140 and action terminal 150 are coupled to network 220 and transmit the message relevant with the user action outside website 100 for social networking system 100.

Social networking system 100 comprises and allows user to communicate with one another or mutual each other and ask in reply the computing system of content described here.Social networking system 100 stores the user profiles of user describing social networks, comprise biography, the descriptive information of demographic and other type, such as work experience, education history, hobby or preference, position etc.Website 100 fortunately stores the data of one or more relations described between different user.Relation information can indicate the user with similar or co-operation experience, group member relation, hobby or education history.In addition, social networks host site 230 comprises the user-defined relation between different user, thus allows user to specify the relation of itself and other user.Such as, these user-defined relations allow users to generate parallel with the real-life relation of user, and the relation of other user, such as friend, colleague, partner etc.User can select from the relation of predefined type, or defines its oneself relationship type as required.

Fig. 3 is the example block diagram of social networking system 100.Social networking system 100 comprises web server 350, discharge counter 360, action log 160, news propelling movement maker 370, Advertisement Server 380, the database of ad-request 175, user profiles thesaurus 305, group's thesaurus 310, event thesaurus 315, application data repository 320, conclude the business thesaurus 325 and content store 330.In other embodiments, social networking system 100 can comprise other, less or different module for various application.

Social networking system 100 is linked to one or more client device 210 and one or more third party website 140 via network 220 by Web server 350.Web server 350 can comprise mail server or for receiving between social networking system 100 and client device 210 or third party website 140 and other transmission of messages function of route messages.These message can be instant message, queuing messages (such as, Email), text and SMS message or other suitable transmission of messages technology any.

Discharge counter 360 can receive about social networking system 100 and/or the message of outer user action from web server 350.As composition graphs 4 below in greater detail, discharge counter 360 utilizes information about these user actions followed the tracks of in daily record 160 to fill action log 160.

News push maker 370 for each user generate about may with the message of this user-dependent information.These messages can take the form reported, each report is informational message, and this informational message comprises a line about the action relevant to specific user in action log or number row information.Report via one or more pages of social networking system 100, such as, in the homepage of each user, profile page or news push, be presented to user.The operation that news pushes maker 370 is described in more detail below in conjunction with Fig. 4 and Fig. 6.

Advertisement Server 380 performs advertisement selection algorithm 170 discussed above.The operation of Advertisement Server 380 will composition graphs 4 and Fig. 9 be described in more detail below.Advertisement Server 380 can be coupled to the database of ad-request 175 communicatedly and therefore be coupled to action log 160.

As discussed above, the data that the multiple dissimilar object that maintenance and user may be mutual with it on website 100 is relevant.For this reason, each store data structure of user profiles thesaurus 305, group's thesaurus 310, event thesaurus 315, application data repository 320 and transaction thesaurus 325 is so that the data of each example of the object of respective type safeguarded of managing web 100.Data structure comprises the information field of the object being suitable for respective type.(such as, time thesaurus 315 comprises and has the time of event and the data structure of position, and user profiles thesaurus 305 comprises the data structure having and be suitable for the field describing user profiles.) when the new object of particular type is created, the new data structure of website 100 initialization respective type, assigns unique object identifier to it, and start as required to add data to this object.This such as may occur when user defines new events, and wherein website 100 will generate the new example of event in event thesaurus 315, and to this occasion assignment unique identifier, and the information starting to utilize user to provide fills the field of this event.

social information, report and advertisement is issued to user

Fig. 4 illustrates the process be recorded in by user action in action log 160 in an embodiment.In this process, user uses user client device 210 to perform 405 actions in conjunction with social networking system 100.This action can be the link that user utilizes user client device 210 to select on website 100, and is therefore received by web server 350 selection of this link.But as mentioned above, website 100 can receive the message of user action about performing outside social networking system 100 from third party website 140 and/or action terminal 150.When being notified of the action of user, this action report 410 is given discharge counter 360 by web server 350, discharge counter 360 by this action record 415 in action log as above.As mentioned above, from third party website 140 send to the message of social networking system 100 can between receive and send; That is, first, comprise the conversion page of tracking pixel or be sent to the client computing device of user for generating the means of following the tracks of speed limit.Then, tracking pixel is sent to social networking system 100 or social networking system 100 is issued in the calling comprising various parameter as above by tracking pixel or other executable code fragment.Here, it should be noted that specific embodiment enable via the respective user ID of user to follow the tracks of user, user ID for each user be constant (such as, the equipment do not used based on user and change), no matter what equipment user may just use visit social networking system or third party website.

When the user of social networking system 100 performs an action, just repeat for this process obtaining the journal entries in the action log 160 of various user action.By this way, action log 160 can store the abundant information aggregate relevant with the action of the user of website along with the past of time, and this information aggregate can be used to marketing object subsequently.Certain user's action can be ignored in website 100, such as those actions that the purpose and meaning of system are little or nonsensical, to avoid using memory and computational resource to follow the tracks of insignificant action.

Fig. 5 illustrates according to an embodiment of the invention for generating the process of social advertisement.In this embodiment, the process for generating social advertisement is used to social networking system 100, and this social networking system 100 also issues the information of the action of other user (in this case, being friend) be connected to about user to its user.This information about its friend outside social advertisement circumstances, that be distributed to user provides with the form pushing report (informational message) about the brief news of user friend.News pushes report and such as on the homepage of user, is displayed to user.For each user, website 100 is configured to generate to push with the news of user-dependent one group of personalization report and social advertisement.Describe although push in circumstances in news, but in other embodiments, social advertisement can be generated by website 100, and is distributed to the user's (such as, in banner) in the website 100 not using news to push report or social advertisement to be published to outside news propelling movement report circumstances.

First, user asks 505 webpages via subscriber equipment 210 from social networking system 100.It can be the Initial page presented when user signs in in website 100, or it can be other page any of website 100 display in response to user selects.Web server 350 processes this request, and after determining that needs are shown one or more advertisement (such as banner, text advertisements and/or social advertisement) by institute's requested webpage, web server 350 starts the process generating social advertisement in website 100.Web server 350 pushes maker 370 from news and asks 510 reports.As mentioned above, this request 510 can comprise report and the request of social advertisement, because these two projects can be present in same interface as the project comprising the information relevant with the action of the people related on the interested website of user 100 or other object.Therefore social advertisement can be pay to report or report by patronage at least in some cases.In other embodiments, web server 350 can ask for being presented at social advertisement and/or other advertisement of requested webpage (such as, the appointed area of webpage or reserved area in).

In response to the request to report, news push maker 370 based on the action of user and profile characteristic come to inquire about in action log 160 515 may with user-dependent information, and the set of asked action is returned to news by action log 160 pushes maker 370.News pushes maker 370 and then utilizes this information to generate news propelling movement report.Composition graphs 6 more detailed description is used for asking relevant information and generates the embodiment that news pushes the process of report.

Push except report except generating 525 news, news pushes maker 370 can also inquire about 530 one or more social advertisement from Advertisement Server 380.Advertisement Server 380 according to social advertisement generating algorithm 170(see Fig. 1) generate 535 social advertisement of asking.Composition graphs 9 more detailed description is used for an embodiment of the process generating social advertisement.Once social advertisement is generated 535, social advertisement is just returned news and pushes maker 370 by Advertisement Server 380.News pushes maker 370 and then news propelling movement report and social advertisement is combined into single list and they is sent to web server 350 for presenting to user.Then web server 350 is released news and is pushed report and social advertisement on asked webpage, and provides 555 to user by webpage.Therefore, the relevant information of the action about user friend is presented to user.This information can by Advertisers pay and can comprise with this advertiser, its product and/or its serve relevant out of Memory.In addition, web server 350 also selects one or more additional ad (such as banner or text advertisements) for being included in this webpage.As described in more detail below, Fig. 8 is the example being presented to the news propelling movement report of user and the combination of social advertisement on webpage.

Fig. 6 illustrates and generate in conjunction with user action the process that news pushes report on social networking system 100.This process can push maker 370 by the news in website 100 and perform, the same with the process shown in Fig. 5.News pushes request news being pushed to report set that maker 370 receives specific user.Responsively, news pushes maker 370 and obtains that comprise in action log 160 with list that is this user-dependent any action.In one embodiment, if the entry in action log 160 comprises the one in the user friend or other object (such as event or group) that user is attached thereto, then the entry in action log 160 is considered to relevant to this user.The object that user is attached thereto can be defined in the profile of user.Depending on target and the object of system, can defining for determining other rules various whether particular items in action log 160 is relevant to specific user.

Once relevant action is obtained, news pushes maker 370 and just pushes report for each action generates 615 news.Depend on the type of reported action, report can comprise different amount of information.Fig. 7 illustrates a general news propelling movement report, and it comprises user field 705, action field 710, optional aiming field 715, selectable objects field 720 and Alternative Content field 725.The example news comprising this report form pushes report:

[user field 705] [action field 710] [aiming field 715] [object field 720].An example news of this form pushes report and is:

" john Smithinvite bob Robertsgo john birthday party in 21 years old" wherein, ownership goal is the link anchor (link anchor) of each user, and the link anchor to the event of liking.Example report above can also comprise figure, link or other content information for content field 725.

Due to the restriction of screen space, and due to can hundreds of be had for given user, thousands of the reports that can show at any given time potentially, therefore news propelling movement maker 370 generally must select all possible news to push the subset of report for being shown to user.Preferably, news pushes the report that maker 370 selects specific user to be most interested in.Note, news pushes maker 370 and performs this process for each user individually, therefore the selection for the relevant information of a user does not need, and usually should not affect the selection of the relevant information (such as news pushes report and social advertisement) being shown to other user any.

In one embodiment, news pushes the attraction scoring that maker 370 calculates each candidate's report concentrated for candidate's reporter.User can have the attraction for the type of other user, action, the type of object and content.Therefore, attraction scoring can based on weighting function, this weighting function by the data field for the every type in candidate's report, the set of the attraction of specific user takes into account.Website can comprise the clear and definite interest (such as by directly or indirectly provide with other telex network) and/or impliedly based on user action (such as based on user, user checks that the page of another user shows the interest to this another user, or clicks the interest that the link of particular type can show similar link) the attraction of user.Such as, attraction measured by being marked by attraction is needed not to be actual subjective interest that user has for something or other or lacks interest (namely, user likes punk rock music, and do not like vegetarian restaurant), but, its can be only things during candidate reports and store in conjunction with user some information (be no matter user take action, the communication relating to user, characteristic in user profiles, feature or expressed by the interest that goes out) between relevance.

Continue example above, if user has high attraction scoring for John Smith or Bob Roberts for the event of being invited into, then example report will be tending towards having relatively high attraction scoring.Once attraction scoring is calculated, then news pushes maker 370 and top n news is pushed report issue 625 to webpage, and wherein N is the report number distributing to this webpage.

Fig. 9 illustrates the process for generating social advertisement, and this process can be performed by Advertisement Server 380.Advertisement Server receives the request for social advertisement of specific user.In one embodiment, this request comes together to specify this specific user by the unique user identifiers of user and this request being included in.Advertisement Server 380 so rear line application 910 for the localization criteria of each ad-request in ad-request database 175, if there is any localization criteria.As composition graphs 11 below, in greater detail, ad-request can specify one group of localization criteria only social advertisement to be guided to those users meeting certain standard.Example position fixes standard can specify the age between 18 years old and 30 years old, any user in its interest with music.Advertisement Server 380 therefore by this localization criteria of specific user application to judge being use or ignore this ad-request of this user.Then, utilize the corresponding localization criteria be included in each ad-request, repeat this process for each ad-request.

Advertisement Server 380 is the action entry that matches to obtain the 915 any ad-request be met in step 910 with its localization criteria of query actions daily record 160 then.As composition graphs 11 below in greater detail, ad-request can the type of appointed object, the action triggers social advertisement relevant to this object.Such as, in order to promote the concert of music team, ad-request can specify the event object created for this concert.Therefore, if this concert event is added in the profile of this friend by one of friend of user, then Advertisement Server 380 can obtain 915 these actions to be used as the candidate of social advertisement from daily record 160.

The each trigger action obtaining 915 from daily record 160 for titular ad-request represents candidate's social advertisement that can be generated by Advertisement Server 380.One or more in order to what select in candidate's social advertisement that will generate, Advertisement Server calculates the desired value of 925 each candidate's social advertisement.In one embodiment, as the probability being clicked social advertisement by estimated potential recipient, the function of the price that pays per click of advertisement that will be weighted calculates desired value.In order to estimate that specific user will click the probability of advertisement, Advertisement Server 380 utilize user for the object triggered in the action entry of candidate's social advertisement and/or take such action the weighting function of attraction of user to calculate this probability.In one embodiment, push the identical mode of marking of the attraction between reporting according to calculating user and news to mark to the attraction calculated between user and candidate's social advertisement.

Once calculate desired value for candidate's social advertisement, then Advertisement Server forms the social advertisement with the candidate of highest anticipated value.This social advertisement is expressed as follows social advertisement, if this social advertisement due to its by by the probability selected with selected; will the combination of the bid of website 100 be paid, and maximum return value will be brought to social networking system 100.If wish more than one social advertisement, then Advertisement Server 380 can for having the candidate of number desired by highest anticipated value to form social advertisement.

In alternate process, Advertisement Server 380 can create multiple social advertisement with batch processing, and then social advertisement is stored in local storage.Like this, provide one group of social advertisement for each user, and need not create in real time.This contributes to extension of social networking system 100, because it may be difficult for creating social advertisement in real time for having a large number of users with the website 100 of a large amount of requests concerning advertisement obtained.Create social advertisement with batch processing and also help avoid resource requirement peak.Establishment due to social advertisement may depend on information and the preference of dynamic change, and therefore Advertisement Server 380 can periodically (such as, every 15 minutes) be derived social advertisement and create new batch.

Fig. 8 is the view pushing a part for the webpage of report and social advertisement for showing news.In this example, show the users and predict that user can the list of information project of other people interested and/or things about social networking system 100.First entry 810 and Article 4 order 840 are pass on the news of the one or more particular demographic added on social networking system 100 in user friend to push report to user respectively.Second entry 820 conveyed another user puted up another news from video to website 100 push report and comprise watching the link of this video.

In this example, these news pushes in report and further comprises social advertisement 830.Their user profiles is associated with businessman to one of user friend passing on user by this example social advertisement 830.(in this example, link is added to another businessman's profile, instead of another user profiles, be called as " fan " of this businessman, but not " friend " of this another user.) this social advertisement 830 is examples of brand advertising, wherein advertiser only wishes to expand the cognition to this brand and value, but not carries out special offering.In other embodiments, social advertisement 830 can also comprise following content, such as arrives the link of the website of advertiser oneself and/or calling the action for advertisement.

News pushed in the single list of presenting to user and report that a benefit mixing with social advertisement is, advertisement and user to wish between the general information known that possible difference is very little or do not have difference.User accesses social networking system 100 and what does to understand its up-to-date friend, and social advertisement for push with other news any user report equally useful.All may obtain from action log 160 because social advertisement and news push report, therefore user possibly cannot determine that the entry in the news propelling movement of user is that news pushes report or social advertisement.In fact, in fact, in fact the content of social advertisement can push report as overall necessary, the unpaid news of formation and occur in other circumstances.By paying social advertisement, advertiser promotes that news pushes report and is published (or at least have higher probability be published) webpage to user to make may not be selected in the situation of issue at it simply.In other embodiments, by paying advertisement, advertiser makes news push and reports that the chance being distributed to other user be connected with the user taking action maximizes.In certain embodiments, social advertisement can comprise the additional ad content being attached to report, and therefore social advertisement and news propelling movement are reported in its content possible different.

Can come for given page request selects banner, text advertisements or other non-social advertisement based on each attribute of user and/or requested page.Such as, advertisement selection can based on demographic information (age, sex, marital status, dwelling etc.) and other information be associated with user profiles, such as claimed interest and the interest of user friend.

advertising model

Figure 10 illustrates according to an embodiment of the invention for the occurrence diagram of advertising model.In this advertising model, the location advertising bid on multiple advertiser 1020 pairs of social networking systems 100.Social networking system operator 1010 such as receives these bids by the web interface of addressable advertiser 1020.Along with each bid want to be published on social networking system 100 to advertiser 1020 selected by the description of advertisement of webpage.Therefore web interface can allow advertiser 1020 to specify all relevant informations for ad-request, comprises for this each bid.In one embodiment, advertiser 1020 given ad request, ad-request as shown in figure 11.

Figure 11 is the diagram of some that advertiser 1020 is supplied in the component of the ad-request 1100 of social networking system operator 1010.Ad-request 1100 can be stored in ad-request database 175 by social networking system 100.In example shown embodiment, ad-request 1100 comprises title bar 1105, main body hurdle 1110, link bar 1115, bid hurdle 1120 and social object hurdle 1125.That non-social advertisement can have other or alternative hurdle, such as uploading hurdle or the control of advertising creative (such as, image file, video and/or text).

Title bar 1105 and main body hurdle 1110 can be used for issuing the social advertisement reporting form by website.Such as, social advertisement can comprise title bar 1105 as head and then comprise the form had as shown in Figure 7 text report.Such as, main body hurdle 1110 can be specified: " [user name] has the ticket bought for [event name] ".The social advertisement obtained will comprise the text, and the name of the user that the action wherein just described with social advertisement is associated and event object is inserted in the text in accordance with the instructions.Link bar 1115 also can be added in the content of this social advertisement, such as, for providing calling the action of advertisement.Finally, ad-request 1100 can comprise and will be attached to other ad content of social advertisement.This content 1130 can comprise the media content being suitable for any type be presented on webpage, comprises picture, video, audio frequency, hyperlink and other appropriate content any.

The amount of money that the bid hurdle 1120 of specifying in ad-request 1100 can indicate advertiser 1020 that the user for being presented this social advertisement is clicked it at every turn and pay.Alternatively, bid hurdle 1120 given ad business 1020 can will be displayed to user or a certain amount of user and the amount paid to website operator 1010 for each social advertisement.Social object hurdle 1125 specifies relative action to trigger the object (or multiple object) of social advertisement.The step 915 of the process of this generation social advertisement above shown in composition graphs 9 is described.In addition, ad-request 1100 can allow advertiser 1020 to specify localization criteria 1135, and the use of localization criteria combines the process generating social advertisement step 910 is above described.This localization criteria can be the filter being applied to the user profiles of user or the hurdle of other object, and/or it can comprise the text of free form.

Again turn to the occurrence diagram of Figure 10, social networking system operator 1010 receives ad-request from multiple advertiser 1020.Social networking system operator 1010 receives via website 100 multiple actions that user takes.As mentioned above, these actions can be on website 100 or on third party website 140, or are recorded and are transferred to the real world action of social networking system operator 1010.These actions are the potential triggerings to the one or more social advertisement being delivered to user friend 1040.Such as, if user takes the action identified in the ad-request 1100 of one of advertiser 1020, then social networking system operator 1010 can generate social advertisement based on this action and this social advertisement is published to the webpage being supplied to one or more friends 1040.Note, the diagram of Figure 10 is from the angle of user 1030, and the friend 1040 of user is also the user of website 100.Therefore, the action taked by them can cause social advertisement to be delivered to their friend's (comprising user 1030).In addition, the action of user can cause social advertisement to be delivered to the user with this user with certain other relation individually or with the combined ground of the action of other user, such as belongs to other user of identical network or group with this user.

based on the social advertisement of the action on third party website

Figure 12 illustrates and is as mentioned above transferred to social networking system 100 from the action of third party website 140 and is used for the process of generating advertisement by social networking system 100.In the example shown, user reside in the third party website 140 on social networking system 100 not same area on buy.Then the fact of this purchase is transferred to social networking system 100, and social networking system 100 uses this information " social activity " advertisement or more conventional ads to be distributed to one or more friends of user.As mentioned above, can comprise from third party website 140 to this transmission of social networking system 100 and repeatedly transmitting; More specifically, as the result bought, conversion (such as, confirmation or the thank you) page can be sent to the client device of user.Then the JavaScript be included in conversion page calls or follow the tracks of pixel, and action and the identification parameter that is associated are transferred to social networking system 100 the most at last.Although be described in the context of the purchase on third party website 140, but this technology is not limited to buy.Other user action any on third party website 140 can be transferred to social networking system 100 and use for it, comprises login account, checks project, project is saved in account, taxi project, reservation, participation activity or service, download or uploading content, determines to select to carry out other action any of such tracking with the operator of content exchange, subscription information resource or third party website.The more specifically example being used in other type action in other territory of generating advertisement on social networking system 100 comprises: buy apparel article, subscribe to blog, project to be stored in and to wish in list, buy concert admission ticket, registration marathon race, airline reservation or restaurant and charitable donation.

In the illustration in fig 12, the client application of user operation such as web browser and so on, to check the webpage of the online shop held by third party website 140.User determines bought item, such as ornament.Usually will present to user and buy the page 1210, on the purchase page 1210, user can such as confirm to buy by clicking " purchase " button.Third party website 140 generating messages, this message identifier third party website 140 type describing action are (such as, indicate this action be whether buy, grading, request, subscription etc. to message, and any out of Memory needed for this action is described, the project such as once bought).In this example, action identification is purchase by this message, and will describe this project bought.Then this message directly or is indirectly sent 1220 to social networking system 100 by means of tracking pixel or JavaScript code segment by third party website 140, first tracking pixel or JavaScript code segment utilize and confirm that the page is sent out, and then message is sent to social networking system 100 by himself.

In one embodiment, third party website 140 and/or social networking system 100 judge that whether this user is the user of social networking system 100.Such as, third party website 140 can cookies on calling party computer, and wherein this cookies is associated by with social networking system 100.Because social networking system 100 and third party website 140 are on different territories, therefore, the browser program of user can comprise the security feature usually prevented from the content on other territories of website visiting in a territory.In order to avoid this, third party website 140 can use nested embedded framework, wherein third party website 140 provides the webpage of the nested embedded framework in the territory comprising data network website, thus the embedded framework calling party information allowing this nested information is sent it back third party website 140.Information transmission is returned third party website 140 by the nested social networking system 100 that also allows that repeats of embedded framework.By using this technology, third party website 140 can carry out communicating about user with social networking system 100 and need not share the personal information of any user and not need user to sign in social networking system 100.

After the message that social networking system 100 receives from the reception and registration action message of third party website 140, it generates the acknowledge message 1230 being displayed to user on third party website 140.Such as, acknowledge message can provide the example of following report, based on the action of user on third party website 140, described report can be distributed to the friend of user.In this example, this message is: " JohnSmith have purchased < something > at < partner sites > " (wherein this user is " John Smith ", < something > replaces by bought item destination name, and the name by third party website 140 and the link to third party website 140 replace by < partner sites >).This acknowledge message 1230 is passed 1240 times third party websites, and wherein it is displayed in the webpage 1210 on the territory of third party website 140.

On this webpage 1210, this acknowledge message 1230 can provide the friend of user to the user notification reported via social networking system 100.Acknowledge message 1230 can also allow user to select to exit this feature to be illustrated to other people to prevent message.In other embodiments, user can select to allow before user takes these actions or do not allow to issue the report of report that the action taked from specific third party website (or group of third party website) generates or particular type.

At certain time point after a while, the report relevant with the purchase of user can be transferred to other user with the connection to this user on social networking system 100 by social networking system 100.According to above-described embodiment, this transmission can be the form of a series of reports be distributed on another user home page 1250 on social networking system 100.

By this way, the action of user on other third party website 140 can be transferred to the friend of the user on social networking system 100 by social networking system 100.Advantageously, the connection user action on third party website 140 being transferred to the user on social networking system 100 may excite these other users to perform similar action.Such as, the friend to user informs that user have purchased certain movie and friend can be impelled also to buy this film or at least produce the certain interest to this film.In addition, this technology can with above-mentioned advertising model and ad-request combined use, or it can be performed independent of any advertising model by social networking system.In addition, as discussed below, session itself can be tracked and be associated with the advertising impression be associated with the user be shown on social networking system 100.

be presented on the social advertisement on third party website and message

As mentioned above, the action (action such as, on third party website or in real world) generated outside social networking system by user can be used to generating advertisement on social networking system.Otherwise in various embodiments of the present invention, social networking system can be collected the action of its user and then present the advertisement relevant to the action that its user takes and/or out of Memory on third party website.By this way, for utilizing this information to promote that the technology of action can be extended to outside social networking system itself.

Embodiments of the invention can use any mechanism in above-mentioned mechanism to collect user action and from its generating advertisement.Such as, social networking system can record the multiple actions relevant with the connection of user on specific third party website, such as to the purchase of specific project.When user accesses third party website and checks the webpage be associated with this project, third party website can communicate with social networking system to determine that the connection of this user also have purchased this project.Mechanism for transmitting between third party website and social networking system about the information of user is as described above.

Once third party website receives this information, it just can present this information to user.Such as, when checking the page of film on sale via third party website, third party website can present a message to user, and this message shows that the connection of the some from social networking system of user is to the grading that this film is affirmed.Such as, this message can be write like this: " your ten friends like this film ".Therefore, the friend from social networking system due to user likes this film, has therefore encouraged user on third party website, buy this film.

Correspondingly, the advertisement relevant to the action that the friend of user takes or out of Memory can be presented to the user outside social networking system, as on website as above.Use by this way, this information can contribute to encouraging user to take action (such as buying) when user is just determining to carry out action.This information needs not to be the demonstration effect be compensated in response to one of website, because this exposes the cooperative effect that can have for social networking system and third party website to the open air.

This technology can be used in other circumstances multiple.Such as, this technology can be used to the interest of transmission user to the specific project on third party website or content.Can provide the information relevant with the content that third party website is supplied by third party website to user, but wherein this information is collected by social networking system.Therefore third party website can utilize this information collected by social networking system, comprises the inherent value with it about user with the third-party information that certain connects.

The experience of user can be integrated before third party website and social networking system, to make it possible to use this information in these two territories.Such as, user's film preference can by social networking system user friend access, and user also can user buy or Rent movie third party website on check user friend film grading.In addition, third party website can provide the content from social networking system, such as, usually by present to user on social networking system, about the friend of user news push or report series.Only there is a few examples of the application social relevant information being carried out to cross-domain use, but wherein some application and not all application relate to advertisement.

In one embodiment, the user interface on third party website provides bidirectional interface, and the user interface element impact wherein from social networking system territory and third party website territory presents user interface element to another one.Such as, if be presented from the frame of content on the webpage of third party website (such as, embedded framework) of social networking system, then how user is presented the information that the action that this frame is taked may affect in webpage.These actions are simple as readjusting the event of frame size, or can be more complicated, the project of mouse-over in social networks frame such as, make the corresponding project in the third-party domain part of webpage be enhanced.

In a particular example, the frame from social networking system can present the list of user friend.If user clicks particular friend, then social networking system can transmit the list (and do not disclose any information of these friends to this website, comprise the identity of these friends) of the project that this friend once bought to third party website.Third party website then can on its oneself webpage these projects highlighted, thus be easy to interface to the one that user provides for carrying out the project that locating websites will be bought based on the purchase history of user friend.

alternate application

In the context of social networking system, describe embodiments of the invention.But technology described herein can be applied to the website of not necessarily relevant to data network other types many.These websites can comprise the information and any website then this information being supplied to other user of following the tracks of any kind relevant with the user of website.Such as, retail website can keep following the tracks of the user bought from this website, then, utilizes technology described herein by the information transmission relevant with some users in its user to other user.

With regard to this meaning, the connection between the user of website needs not to be formal or clear and definite connection, as common in social networks circumstances.The substitute is, connecting can be implicit or supposed due to common characteristic, speciality or user action.Such as, if website keeps following the tracks of the personal information about its user, then when something or other is common, it can transmit the information relevant with the action of other user to specific user.Such as, the user graduated from university from can be told in website: " having 26 other graduates from this university to have purchased this book on the web site ".In another example, being exclusively used in the gadgety web blog of electronics can tell in blog the user that specific topics is made comments: " four people this topic having been delivered to comment have this product.Click following link and also buy it.”

In another circumstances, technology described herein can be used to search engine.Such as, the project that the user searching for specific project on a search engine has more likely bought to its friend or other connection is interested.If this search engine keeps the connection following the tracks of user, then search engine is except providing except Search Results to user, can also inform the user the action of the connection of user.If the out of Memory about user of the descriptive information (comprising interest) of such as biography, demographic and other type and so on preserved by search engine, then search engine can inform the user the action taked by the third party of some provided in identical or similar information.Search engine based on the action of the connection of user or can also provide the order that third-party action that is identical or similar information changes the Search Results of presenting to user.

In another embodiment, advertisement described herein and out of Memory message can be presented outside social networking system.Such as, the information of the action taked about the user by social networks can be received and record by social networking system, and advertisement and/or out of Memory message can be generated based on these actions.These infomational messages can be transferred to another territory from social networking system, such as different web sites, and are presented to one or more users of social networks.As described herein, the message about specific user can be presented to other user that user in social networks has connection with it.By this way, even if the benefit of advertisement described herein and out of Memory message also can be obtained outside social networking system.

conversion trace information

In specific implementation mode, social networking system 100 from social advertisement and other advertisement T.G Grammar data to provide seeing clearly of the performance of the advertisement to this position system to advertiser.In one embodiment, social networking system 100 follows the tracks of the impression for the advertisement being supplied to user, and it can be associated with conversion as described herein subsequently.In some embodiments, follow the tracks of a conversion and can relate to report isolated cases being woven into cause and effect.The data structure summarized below comprises the information of report for forming user, advertising impression, optional click and conversion.When information is attached at together, social networking system can report significant statement, as " seen 55 impression from advertisement " unicorn t sympathizes " between 15 days and 22 days August in 2011 after, 10 users have purchased Obama t and sympathize on threadless.com ".In addition, the relative effectiveness can carrying out distinguishing to allow advertiser to compare them between social advertisement with other adline is reported.

In one embodiment, change tracking and relate to following database table:

Pixel table

pixel_id

run_status

name

time_created

time_updated

account_id

Impression.php(impression .php) parameter

id

h

type

sku

value

debug

Without the conversion record of ownership

user_id

client_ip

client_flags

server_ip

user_agent

event_machine_cookie

event_referer_string

conversion_time

conversion_tracking_id

conversion_advertiser_event_type

conversion_advertiser_string

conversion_advertiser_value

conversion_logged_in

ad_imps

bucket_hint

ad_id

db_id

user_id

imp_location

imp_page

imp_time

client_ip

client_flags

imp_bid_type

imp_bid

imp_price

imp_social_score

imp_ectr

imp_qrt_experiment

imp_qrt_version

imp_page_type

imp_cluster_id

imp_social_action

imp_position

imp_num_positions

server_ip

imp_load_type

imp_discount

imp_page_tab

imp_adnetwork_id

imp_region_id

imp_social_items

imp_usd_bid

imp_usd_price

imp_country

imp_queue_slot

dim_admarket_campaign_map

account_id

campaign_id

campaign_name

campaign_status

campaign_start

campaign_end

adgroup_id

adgroup_name

ad_id

obj_id

ad_status

ad_start

ad_end

location

account_name

account_type

ds

The gregarious table of conversion of ownership

conversion_ts

account_id

tracking_id

user_id

adid(multiple adids per conversion possible)

impression_count

impression_most_recent_ts

time_diff

conversion_logged_in

conversion_advertiser_value

conversion_advertiser_string

conversion_advertiser_event_type

Pixel-user-association table

pixel_id

user_id

time

data

Figure 13 illustrates the exemplary method for the treatment of the message generated by activation trace pixel.As described herein, when browser or other client application processes have the webpage following the tracks of pixel, it sends request to social networking system 100.When social networking system 100 receives tracking pixel message (1302), it is such as by utilizing hashed value verify the Trace Identifier of this message thus verify this tracking pixel message (1304).Then social networking system 100 accesses the user identifier (1306) of the user be associated with this tracking pixel message.In one embodiment, follow the tracks of pixel message and can comprise browser cookies, the information parsed is included in user identifier or user identifier account by it.In one embodiment, whether social networking system 100 also judges that user is current and to sign in in social networking website and in conjunction with this relevance to record this information.Then social networking system 100 adds entry (1308) to pixel-user-association table (see above) and this entry is passed to daily record translation function (log_conversion function), this entry to be added to (unattributed) conversion log (1310) do not belonged to for the possible attribute in batch data treatment step.

Figure 14 illustrates the exemplary method realized by daily record translation function, and this daily record translation function is undertaken operating advertising impression and/or ad click to be belonged to conversion described in pixel-user-association table by batch processing.In one embodiment, daily record translation function utilizes fuzzy dim_admarket_campaign_map to expand ad_imps(advertising impression) show (1402) and the entry (1404) filtered out corresponding to the advertising impression relevant with the advertiser not following the tracks of conversion.Daily record translation function then by the ad_imps table through expanding with annotate from ad_clicks_annotated(ad click) click shown is combined (1406) and the table obtained and the unattributed_conversions(had about account ID and user ID do not belonged to conversion) and show be combined (1408) through expanding ad_imps.Then table through associating is filtered into the table (1410) of the conversion of matching with most recent ad_imps entry by daily record translation function, by follow the tracks of ID, then continue through adgroup, activity and account ID come to attributed_conversions(through ownership conversion) divide into groups (1412), and the table obtained is loaded into (1414) in analytical database, can generates from analytical database and follow the tracks of report for gray conversion.

From the data be stored in analytical database, social networking system 100 can provide and comprise the following report measured:

Rear impression conversion: any conversion (comprising rear click conversion) occurred after user sees advertisement;

Rear click conversion: any conversion occurred after user clicks advertisement;

Rear XXX conversion (n days): all conversions occurred in the fixed time interval from event.Such as, the conversion occurred in 7 days that rear impression conversion (7 days) list is shown in impression event.Other report filter can comprise the decomposition (break down) between social advertisement and other adline (such as banner, text advertisements, search advertisements and other advertisement).Such as, in one embodiment, report can be the table format comprising following tabular or hurdle: date of delivery, change event title, SKU, activity identifier, ad identifier, impression number, click number, click-through rate, number of transition, click and conversion ratio and impression and conversion ratio.

In addition, can create and represent from the angle of the tracking measured by the conversion of tracking pixel (as " signature ") named and report.By allowing advertiser to see, each advertisement or activity are that concrete event how in gray sale funnel performs for this.This report can also illustrate manyly to measure in detail about conversion.In one embodiment, report can comprise following hurdle: the date, change event title, SKU, number of transition, conversion value (on average), transfer ratio, from impression 28 days turnover number, from impression 7 days turnover number and from impression the turnover number of 1 day.

exemplary computing system architecture

Figure 15 illustrates the exemplary computing architecture of one of the above-described computing system that can be used to realize such as web server etc. and so on.In one embodiment, hardware system 1500 comprises processor 1502, buffer memory 1504 and the one or more executable module relating to function described herein stored on a tangible computer-readable medium and driver.In addition, hardware system 1500 comprises high-performance I/O (I/O) bus 1506 and standard I/O bus 1508.Processor 1502 is coupled to high-performance I/O bus 1506 by host bridge 1510, and two buses 1506 and 1508 intercouple by I/O bridge 1512.System storage 1514 and one or more physical communication interface 1516 are coupled to bus 1506.Hardware system 1500 can also comprise video memory (not shown) and be coupled to the display device of video memory.High-capacity storage 1518 and I/O port one 512 are coupled to bus 1508.Hardware system 1500 can comprise keyboard and printing device alternatively and be coupled to the display device (not shown) of bus 1508.Generally, these elements are intended to the computer hardware system representing wide class, include but not limited to based on the processor of compatible x86 manufactured by the processor of the compatible x86 manufactured by the intel corporation of Santa Clara, California and senior micro equipment (AMD) company of California and the general-purpose computing system of other suitable processor any.

The element of hardware system 1500 will be described in more detail below.Particularly, network interface 1516 provides the communication between any network in hardware system 1500 and wide model network, and wide model network is such as Ethernet (such as, IEEE 802.3) network, base plate etc.High-capacity storage 1518 is in order to perform the data of above-mentioned functions and the permanent storage of program command that realize in the server of social networking system and third party website, and accumulator system 1514(is such as, DRAM) interim storage to data when being performed by processor 1502 and program command is provided.I/O port one 520 is one or more serial and/or parallel communications ports, and it provides the communication between other ancillary equipment that may be coupled to hardware system 1500.

Hardware system 1500 can comprise multiple systems architecture; And the various assemblies of hardware system 1500 can be re-arranged.Such as, buffer 1504 can be positioned on chip with processor 1502.Alternatively, as " processor module " together with buffer 1504 can be encapsulated in processor 1502, wherein processor 1502 is called as " processor core ".In addition, some embodiment of the present invention may not require to include above all component.Such as, the ancillary equipment being shown to be coupled to standard I/O bus 1508 can be coupled to high-performance I/O bus 1506.In addition, in certain embodiments, only may there is single bus, wherein the assembly of hardware system 1500 is coupled to this single bus.In addition, hardware system 1500 can comprise other assembly, such as other processor, memory device or memory.

In one embodiment, the operation of the embodiments described herein is implemented as a series of executable modules run individually or collectively by hardware system 1500 in a distributed computing environment.In a particular embodiment, the set of software module and/or driver realizes network communication protocol stack, browses and other computing function, optimization process etc.Functional module above can be realized by hardware, storage executable module on a computer-readable medium or the combination of the two.Such as, functional module can comprise the multiple instruction or command sequence that are performed by the processor by the such as processor 1502 in hardware system and so on.At first, this command sequence can be stored on the memory device of such as high-capacity storage 1518 and so on.But this command sequence can be visibly stored in any appropriate storage medium of such as disk, CD-ROM, ROM, EEPROM etc. and so on.In addition, command sequence need not be stored in this locality, and can receive via the remote storage device of network/communication interface 1516 from the server such as network and so on.Instruction to be copied into memory 1514 from the memory device of such as high-capacity storage 1518 and so on and then to be accessed by processor 1502 and perform.

Operating system management the operation of control hardware system 1500, comprise to software application (not shown) input data and export data from it.Operating system provides interface operating in the software application in system between the nextport hardware component NextPort of system.Any suitable operating system can be used, such as LINUX operating system, the Apple Macintosh operating system that can obtain from the Apple Computer of Cupertino, Calif, UNIX operating system, Microsoft (r) form (r) operating system, BSD operating system etc.Certainly, other execution mode is also fine.Such as, pet name systematic function described herein can realize in firmware or on application-specific integrated circuit (ASIC).

In addition, said elements and operation can be made up of the instruction stored on a storage medium.Instruction can be retrieved by treatment system and perform.Some examples of instruction are software, program code and firmware.Some examples of storage medium are memory devices, tape, dish, integrated circuit and server.Instruction can operate boot process system when processed system performs and operate according to the present invention.Term " treatment system " refers to the group of the treatment facility of single treatment facility or mutual operation.Some examples for the treatment of facility are integrated circuit and logical circuit.Those skilled in the art are familiar with instructions, computer and storage medium.

The disclosure comprise those skilled in the art by expect, for example embodiment here institute change, replace, change, change and revise.Similarly, in suitable situation, claims comprise those skilled in the art by expect, for example embodiment here institute change, replace, change, change and revise.Such as, although embodiments of the invention are described in conjunction with social networking website operation, but the present invention also can in conjunction with supporting that web application and any communications facility as the model data of relevance chart use.In addition, in certain embodiments, term " web services " and " website " are used interchangeably and additionally can customization on finger equipment or general API, described equipment is such as mobile device (such as, cell phone, smart phone, personal GPS, personal digital assistant, personal gaming device etc.) and directly carries out API Calls to server.

sum up

Describe before embodiments of the invention and present for purposes of illustration; It is not intended to is exhaustive or the present invention was limited to disclosed exact form.The technology people's words of association area are appreciated that to be considered and openly can carry out many modifications and variations above.Such as, although embodiment above describes in the context of social networking website, those skilled in the art are by clear, and the present invention can be used for any electronic visiting network service, and even it is not provided by website.Any computer based system that social networks function is provided can be used, even if such as it depends on Email, instant message transmission or the peer-to-peer communications of other form and other technology any for communicating between users according to the present invention.Therefore the present invention is not limited to the communication system of any particular type, network, agreement, form or application.

The some parts of this specification describes embodiments of the invention according to representing the algorithm of the operation of information and symbol.These arthmetic statements and represent the essence being usually used for effectively passing on to others skilled in the art its work by the technical staff of data processing field.Although these operations functionally, in calculating or be described in logic, will understand, realize by computer program or equivalent electronic circuit, false code etc.In addition, when without loss of generality, also proved these arrangements of operations to be called module is easily sometimes.The operation described and associated modules thereof can be implemented with software, firmware, hardware or its any combination.

One or more hardware or software module can be utilized to come individually or perform in combination with miscellaneous equipment or realize any step described herein, operation or process.In one embodiment, software module utilizes computer program to realize, computer program comprises the computer-readable medium with computer program code, and it can be performed for any or all step described by execution, operation or process by computer processor.

Embodiments of the invention also can relate to the device for performing operation here.This device can be fabricated especially for required object, and/or it can comprise the universal computing device being selectively activated by storage computer program in a computer or being reconfigured.Such computer program can be stored in tangible computer readable storage medium storing program for executing or is suitable for store electrons instruction and is coupled in the medium of any type of computer system bus.In addition, any computing equipment mentioned in specification can comprise single processor or can be the architecture adopting multiprocessor to design to increase computing capability.

Embodiments of the invention also can relate to the computer data signal embodied with carrier wave, and wherein computer data signal comprises any embodiment of computer program described herein or other data assemblies.Computer data signal is tangible products, and it to be present in tangible medium or carrier wave and modulated or be otherwise coded in carrier wave, and is sent out according to any suitable transmission method.

Finally, the language used in specification is mainly selected for legibility and instruction object, and it can not be selected to describe or limit theme of the present invention.Therefore, wish that scope of the present invention be can't help this detailed description and limited, but limited by any claim delivered in application here.Therefore, disclosing of embodiments of the invention is intended to illustrate and the scope of the present invention set forth in unrestricted following claim.

Claims

1. a method for the information that activity time for following the tracks of with the user of social networking system on another territory is relevant, the method comprises:

Safeguard the profile of each user of one or more users of described social networking system, each profile identification is to the connection of other users one or more of described social networking system and the information comprised about this user;

When described one or more user of described social networking system takes action on the third party website with the territory different from described social networking system, receive from the client application be associated with described one or more user of described social networking system and follow the tracks of pixel message, the action that described in wherein said tracking pixel messages meant, described one or more user of social networking system takes on described third party website;

Verify that by utilizing hashed value the Trace Identifier of described tracking pixel message verifies described tracking pixel message;

In described social networking system, be recorded in the action that described third party website is taked, each recorded action comprises the information about this action; And

Institute's operation of recording is associated with one or more advertisements of presenting to described one or more user.

2. the method for claim 1, also comprises: generate statistics, and described statistics is by one or more in advertisement and the action that is associated with the respective advertisement in described advertisement of one or more user profiles Attribute Association.

3. method as claimed in claim 2, wherein, described statistics comprise based at least one advertisement for the one or more users presented on described social networking system impression number and be associated with at least one advertisement described institute's operation of recording number, for the transfer ratio of at least one advertisement described.

4. method as claimed in claim 3, wherein, described statistics also comprise based on the impression number of at least one advertisement for the one or more users presented on described social networking system and the institute that has been associated with at least one advertisement described record click number, for the click-through rate of at least one advertisement described.

5. method as claimed in claim 2, wherein, described statistics comprise for the one or more users presented on described social networking system at least one advertisement, the number of transition that is associated with advertising impression, wherein said conversion occurs in the fixed time section from associated advertising impression.

6. at least one of the method for claim 1, wherein described one or more advertisement is the data and the social advertisement generated recorded according to the activity of one or more user according to described social networking system.

7. method as claimed in claim 6, also comprises: be received in multiple ad-request that described social networking system is advertised, each ad-request mark social advertisement based on the type of action; And one of the user for social networking website: ad-request is matched institute's operation of recording, wherein said institute operation of recording mates the type of the action identified in described ad-request, and wherein, described institute operation of recording is associated with another user of the connection of this user by with having in described social networking system, generate the social advertisement pointing to this user, wherein, described social advertisement comprises the infomational message of the institute's operation of recording passing on coupling, and provide content to this user, this content comprises described advertisement.

8. method as claimed in claim 6, wherein, the activity of described one or more user is the action that described one or more user takes on described social networking system or third party website.

9. a system for the information that activity time for following the tracks of with the user of social networking system on another territory is relevant, comprising:

Processor; And

Memory,

Wherein said processor can operate to perform following method:

10. system as claimed in claim 9, wherein, described processor also can operate: generate statistics, and described statistics is by one or more in advertisement and the action that is associated with the respective advertisement in described advertisement of one or more user profiles Attribute Association.

11. systems as claimed in claim 10, wherein, described statistics comprise based at least one advertisement for the one or more users presented on described social networking system impression number and be associated with at least one advertisement described institute's operation of recording number, for the transfer ratio of at least one advertisement described.

12. systems as claimed in claim 11, wherein, described statistics also comprise based on the impression number of at least one advertisement for the one or more users presented on described social networking system and the institute that has been associated with at least one advertisement described record click number, for the click-through rate of at least one advertisement described.

13. systems as claimed in claim 10, wherein, described statistics comprise for the one or more users presented on described social networking system at least one advertisement, the number of transition that is associated with advertising impression, wherein conversion is what to occur in the fixed time section from associated advertising impression.

14. systems as claimed in claim 9, wherein, at least one of described one or more advertisement is the data and the social advertisement generated recorded according to the activity of one or more user according to described social networking system.

15. systems as claimed in claim 14, wherein, described processor also can operate: be received in multiple ad-request that described social networking system is advertised, each ad-request mark social advertisement based on the type of action; And one of the user for social networking website: ad-request is matched institute's operation of recording, wherein said institute operation of recording mates the type of the action identified in described ad-request, and wherein, described institute operation of recording is had with this user in described social networking system to be associated with another user of its connection, generate the social advertisement pointing to this user, wherein, described social advertisement comprises the infomational message of the institute's operation of recording passing on coupling, and provide content to this user, this content comprises described advertisement.

16. systems as claimed in claim 14, wherein, the activity of described one or more user is the action that described one or more user takes on described social networking system or third party website.

17. 1 kinds for following the tracks of with the user of social networking system on another territory time the system of the relevant information of activity, comprising:

For safeguarding the device of the profile of each user of one or more users of described social networking system, each profile identification is to the connection of other users one or more of described social networking system and the information comprised about this user;

When the described one or more user at described social networking system takes action on the third party website with the territory different from described social networking system, the device following the tracks of pixel message is received, the action that described in wherein said tracking pixel messages meant, described one or more user of social networking system takes on described third party website from the client application be associated with described one or more user of described social networking system;

For by utilizing hashed value to verify, the Trace Identifier of described tracking pixel message verifies the device of described tracking pixel message;

For being recorded in the device of the action that described third party website is taked in described social networking system, each recorded action comprises the information about this action; And

For the device that institute's operation of recording is associated with one or more advertisements of presenting to described one or more user.

18. systems as claimed in claim 17, also comprise: for generating the device of statistics, and described statistics is by one or more in advertisement and the action that is associated with the respective advertisement in described advertisement of one or more user profiles Attribute Association.

19. systems as claimed in claim 18, wherein, described statistics comprise based at least one advertisement for the one or more users presented on described social networking system impression number and be associated with at least one advertisement described institute's operation of recording number, for the transfer ratio of at least one advertisement described.

20. systems as claimed in claim 19, wherein, described statistics also comprise based on the impression number of at least one advertisement for the one or more users presented on described social networking system and the institute that has been associated with at least one advertisement described record click number, for the click-through rate of at least one advertisement described.

21. systems as claimed in claim 18, wherein, described statistics comprise for the one or more users presented on described social networking system at least one advertisement, the number of transition that is associated with advertising impression, wherein said conversion occurs in the fixed time section from associated advertising impression.

22. systems as claimed in claim 17, wherein, at least one of described one or more advertisement is the data and the social advertisement generated recorded according to the activity of one or more user according to described social networking system.

23. the system as claimed in claim 22, also comprise: for being received in the device of multiple ad-request that described social networking system is advertised, each ad-request mark social advertisement based on the type of action, and one of the user for social networking website: for ad-request being matched the device of institute's operation of recording, wherein said institute operation of recording mates the type of the action identified in described ad-request, and wherein, described institute operation of recording is associated with another user of the connection of this user by with having in described social networking system, for generating the device of the social advertisement pointing to this user, wherein, described social advertisement comprises the infomational message of the institute's operation of recording passing on coupling, and for providing the device of content to this user, this content comprises described advertisement.

24. the system as claimed in claim 22, wherein, the activity of described one or more user is the action that described one or more user takes on described social networking system or third party website.